SlideShare a Scribd company logo
1 of 36
Download to read offline
Confidential | @ Magnite 1
CONFIDENTIAL | © MAGNITE
Taking Action on
Identity in Europe
21 April 2021
Confidential | @ Magnite 2
Confidential | @ Magnite 3
→ Email-based identity systems are not impacted:
Unified ID 2.0, Liveramp’s ATS
→ They are also just part of a more comprehensive solution
→ Yes, there is a comprehensive solution. It’s made up of:
> Logged in users
> Publisher-driven audience segments
> Browser-based auctions
→ Google not testing FLoCs in Europe
Clearing a Few Things Up
Confidential | @ Magnite 4
Confidential | @ Magnite 4
Today’s goals
Quell any fears and confusion
Provide our community with clarity
on what is changing
Demonstrate the actionable path
forward
Confidential | @ Magnite 5
Confidential | @ Magnite 5
Today’s agenda
First Party Segments: Audiences in Action
Garrett McGrath, VP Product Management at Magnite
Taking Action on Identity
Tom Kershaw, CTO at Magnite
Audience Q&A with Tom and Garrett
Moderated by Rebecca Ackers, Seller Lead UK & Nordics at Magnite
Consortium feedback with Axel Springer
Robert Blanck, General Manager Advertising & E-Commerce at Axel Springer
Confidential | @ Magnite 6
Confidential | @ Magnite
First Party
Segments:
Audiences in
Action
Confidential | @ Magnite 7
Confidential | @ Magnite 7
Restating the Obvious
Third-party cookies and all primary identifiers are officially
expected to end in January 2022.
The industry needs a new identity regime.
We are at a crossroads: try to preserve the existing system,
or invent a new one.
Confidential | @ Magnite 8
Confidential | @ Magnite
Summary:
Publishers Take Control
→ The new identity regime will be
based on audience segments
created by publisher first-party
data and sell-side platforms
→ The biggest issue with the first
party model is scale
→ Magnite has the scale and reach
to provide audience segments
Confidential | @ Magnite 9
The New Identity Framework
Privacy Sandbox
Publisher
First-Party Segments
Logged-In
Users
→ Users log in and this information is used to
create a persistent ID
→ Coverage: Low (20-25%)
→ Accuracy: High (same as current this party
cookie system)
→ Publishers use first party identifiers to identify
user interests, and federate this interest data
amongst many publishers to achieve scale
→ Coverage: High (60-70% of Internet)
→ Accuracy: High (below current system
because not directly linked to buyer data)
→ Browser does everything, Including
segments and auctions
→ Coverage: High (60-70% of Internet)
→ Accuracy: Low (estimate 50-70% drop
off compared to current system)
Confidential | @ Magnite 10
The Way It Works Now
Exchange
Segments
Segments
Segments
Segments
Offline
CRM Data
Buyer
User Sync
Publisher
Pages
Publisher
Pages
Publisher
Pages
111.11.
111.1
IDFA
111.11.
111.1
IDFA
Confidential | @ Magnite 11
The Way It Works Now
Exchange
Segments
Segments
Segments
Segments
Offline
CRM Data
Buyer
User Sync
Publisher
Pages
Publisher
Pages
Publisher
Pages
111.11.
111.1
IDFA
111.11.
111.1
IDFA
Confidential | @ Magnite 12
The Way It Works Tomorrow
Exchange
Segments
Segments
Segments
Buyer
Publisher
Pages
Publisher
Pages
Publisher
Pages
pub.com/
1234
pub.com/
1234
Deal ID
1234
Segment ID
1234
Confidential | @ Magnite 13
Confidential | @ Magnite 13
Publishers Understanding
Value in Their Data
Publishers spend millions
acquiring customers
Buyers demand IDs in order
to find their audiences
Giving IDs to buyers allows
buyers to graph that data and use for
other purposes
Device Graphs map users across
multiple publishers, and buyers use
that information for all publishers
Sellers are increasingly sensitive
about this data; they want to keep it,
control it, and use it to their own benefit
We will help them do this
Confidential | @ Magnite 14
Confidential | @ Magnite
Taking Action
on Identity
Confidential | @ Magnite 15
The Three Pillars in Europe
Logged-In
Users
Publisher-Defined
Audiences
FLOC/
Turtledove
Confidential | @ Magnite 16
Confidential | @ Magnite 16
Publisher Defined Segments:
Coverage & Accuracy
Publishers capture ample user information, and this is
not going away with identity changes
Publishers place first party cookies to develop and target their
content to what users want to see
Extending this data to understand interests and intent will enable
interest-based advertising in the future
Publishers own the user relationship; not browsers or mobile
operating systems
Confidential | @ Magnite 17
First Party Segments Already Exist
Segment Name Description Average Bid CPM Average Rev CPM
Life Events - New Parent Life Events 1.166311756 1.118528787
Holiday Shopping
Christmas, Thanksgiving, Kwanzaa,
Hanukkah & Shopping or Purchase
Intent
1.024136646 0.9799326723
Affluent Professionals – Multiple Affluent Professionals 1.198276886 1.149960288
Frequent Business Travelers
Frequent Business
Travelers-Extended
1.071211881 1.02509378
International Traveler International Traveler-Extended 1.07418734 1.028039037
Hospitality Hospitality-Extended 1.147013937 1.099270922
ARM Pets Dog Owners Pets Dog Owners-Extended 1.122701183 1.076504638
Legal Professionals Legal Professionals-Extended 1.1012074 1.054492716
Healthcare Professionals
Healthcare Professionals RG
Programmatic All Profile
1.13440105 1.085926183
Confidential | @ Magnite 18
Develop a coordinated,
standardized system for
publishers to create
audience segments,
federate those segments
with other publishers, and
measure the results
NEED
CONTEXT
Publisher-defined
audiences have existed for a
long time, but:
→ Uncoordinated
→ Non-standardized
→ Transacted as Deals or
Key Values
Result:
Buyers can’t find scale
SOLUTION
We created a
cross-functional group of
industry thought-leaders to
build a scalable First Party
Segments System
Making First Party Segments a Reality
Confidential | @ Magnite 19
The Steering Committee: January 2021
Confidential | @ Magnite 20
Confidential | @ Magnite 20
6 Principles of the Project
Everything is to be built on open source
standards: everything will be done in the
public domain and shared openly
Membership is open, but we will limit
the committee size to ensure
maximum velocity
All systems must be vendor agnostic:
nothing can require a specific
technology or platform
Buyers and sellers need to be
equally represented
No formal structure or governance
Bring What You Can: there is no such
thing as bad participation
Confidential | @ Magnite 21
What’s To Come
Live now
→ Approx. 10 publishers are sending
live segments to about 5 DSPs
through 2 SSPs
→ Buyer budgets start flowing
→ Expanding to full publisher set
and all SSPs
May
→ Results reporting
→ White paper released
Phase Two: 1 June
→ Production at scale:
ongoing, but by Sept 2021
Confidential | @ Magnite 22
Three Working Groups Were Created
Taxonomy:
Define the audience
segments we would use,
pick the phase one targets,
and build a methodology for
standardizing how the
segments are created and
signalled
Test Design:
Build the RTB plumbing to
capture audience segments
and transmit them to SSPs,
DSPs and end buyers so
they can transact on them.
Also build an A/B test
framework to compare the
results to the existing
systems
Attribution:
Build a feedback loop to
allow buyers to measure the
results of each impression
and direct spend to the
most performant segments
and publishers
Confidential | @ Magnite 23
Taxonomy: Phase One Decisions
Decision:
Publishers can assemble segments however they see fit; based on the results we
will establish guidelines/best practices and a signalling system for phase two
Standardized on
IAB segments but
allow for
extensions if
necessary
Selected 20 phase
one segments
(automotive, travel,
home economics,
etc)
Started with a set of guidelines on how
publishers assembled segments
→ Three visits in the last 30 days, etc
→ The guidelines were dropped from
phase one because difference
segments have different
requirements
Confidential | @ Magnite 24
Publishers
→ Can send segment information to SSPs
in either of two ways:
→ Key value pairs denoting the IAB
segment integers
→ SharedID/FPCs that can be used by
SSP to create the segment labels
→ Most publishers are using KV to start as
SharedID is still being deployed
SSPs
→ Can signal the segments to the
buyers in two ways:
> DealIDs
> RTB Segments (as RTB data objects)
→ Most participants are using DealIDs to
start because every DSP can read them
Test Design Phase One Decisions
All transactions will be without identifiers:
cookies removed entirely and bid requests duplicated
No IDs are sent to the buyer
Confidential | @ Magnite 25
The Role of Federation
Age Groups, Luxury obsessed
groups, Sports Section Readers
Income Groups, Stock Investors,
People from Large Cities
Gender/Age Groups,
People Who Go to Ibiza
Ways to Federate:
Bilaterally — Via DMP — Via SSP —
Via “Gatekeeper” — or not at all!
Deal IDs Segment ID
Auto-Intenders Sports Enthusiasts Record Buyers
Confidential | @ Magnite 26
Publisher Federation
Problem:
Individual Publishers
Can’t Reach the
Required Scale on
Most Audience
Segments
Solution:
Federation with
Other Publishers
1
Publisher Assigns a
SharedID (or first-
party cookie) and
attaches as many
RTB segments to
that user as it can
SharedID is
sent to the
SSP along with
segment data
SSP logs the user id
and segments and
uses them to create
meta-segments
amongst the
participating
publishers
No cross site
targeting; we model
the available
segments and
optimize the
groupings
2 3 4
SSP
Publisher
Segments
Segments
Segments
Segments
Meta-segment
Publisher
Meta-segment
Meta-segment
Publisher
Meta-segment
Meta-segment
Publisher
Meta-segment
Confidential | @ Magnite 27
Federation: Magnite’s View
Offline Interest Data
SharedID Age Demo Household Income Cars
123456 47 M Y 3 0
14567 34 M N 6 1
32456 23 F Y 9 2
Magnite Log Files
IP Address SharedID Time Stamp
111.11.111 123456 12:01
112.12.1212 14567 12:01
143.67.897 32456 12:01
Magnite CTV / Magnite DV+
DSP DSP
DSP
Bid Request:
Auto Intender
Bid Request:
Grandmother
Bid Request:
Purple Shoes
Confidential | @ Magnite 28
Attribution: Phase One Decisions
→ Cookies will be eliminated and fingerprinting not allowed
→ Render pixels will still be used in order to allow accurate A/B
measurement to compare with normal cookied requests
→ Long term system will be supported in Phase 1 but not required:
> Buyer sends campaign id and tx id for every request
> Publisher sends SharedID to SSP
> SSP does not transmit SharedID to DSP—it is redacted
> SSP creates exposure reports with ids/campaign ids and
transaction logs to build an aggregated performance report
> Performance data shared with buyers via API in near real time
Confidential | @ Magnite 29
Daily Push Reports on Performance
Confidential | @ Magnite 30
Buyers Can Curate and Control the New
Segments
Publisher first-
party data pushed
to Magnite
Working to standardize
segment transmission
directly to each buyer
Adding new
functionality to
automatically generate
deal classifications
from publisher data
Dozens of segments
can be created
Publishers create
segments and
load that data into
any Deal ID
Confidential | @ Magnite 31
Phase Two: Key Elements
Expand eligible segments to 500+
Add Reach curve and Demographic segments (optional)
Require first party id sent to SSP but not transmitted to buyers
Build full reporting API with enhanced performance signals
Support Frequency capping
Require RTB segments so the system can transact in open
market (not just deals)
Provide signaling on segment composition
Other suggestions still rolling in...
Confidential | @ Magnite 32
Materials Are
Publicly Available
Confidential | @ Magnite 33
How You Take Action
THE PROBLEM
Third party cookies and MAIDs
are going away but we have a
scaled and proven solution in
publisher defined segments.
THE SOLUTION
A multi-disciplinary working
group is defining standards for
this and rolling it out at scale.
This is effort is OPEN to
everyone.
This effort is CRITICAL to the
success of the open web.
WHAT YOU CAN DO NOW
Join the European working
group to accelerate adoption in
Europe and to build to European
requirements.
Contact your Magnite Account
Manager to learn how.
We are here to help you.
Confidential | @ Magnite 34
Confidential | @ Magnite 34
Audience Q&A
Confidential | @ Magnite 35
Confidential | @ Magnite 35
Robert Blanck
General Manager Advertising
& E-Commerce
Axel Springer
Consortium Feedback with Axel Springer
Tom Kershaw
CTO
Magnite
Confidential | @ Magnite 36
Confidential | @ Magnite 36
Thank you!
identity-emea@magnite.com

More Related Content

What's hot

Pitch Deck Teardown: MiO Marketplace's $550K Angel deck
Pitch Deck Teardown: MiO Marketplace's $550K Angel deckPitch Deck Teardown: MiO Marketplace's $550K Angel deck
Pitch Deck Teardown: MiO Marketplace's $550K Angel deckHajeJanKamps
 
Data Visualization Techniques in Power BI
Data Visualization Techniques in Power BIData Visualization Techniques in Power BI
Data Visualization Techniques in Power BIAngel Abundez
 
The CMO's Guide to Performance Marketing
The CMO's Guide to Performance MarketingThe CMO's Guide to Performance Marketing
The CMO's Guide to Performance MarketingMatomy Media Group
 
Digital marketing-ppt
Digital marketing-ppt Digital marketing-ppt
Digital marketing-ppt radhikasahu34
 
Benefits of digital marketing: Digital Marketing Experts
Benefits of digital marketing: Digital Marketing ExpertsBenefits of digital marketing: Digital Marketing Experts
Benefits of digital marketing: Digital Marketing Expertsbrandhype
 
WTF is programmatic advertising?
WTF is programmatic advertising?WTF is programmatic advertising?
WTF is programmatic advertising?Filipp Paster
 
What Is Data Science? | Introduction to Data Science | Data Science For Begin...
What Is Data Science? | Introduction to Data Science | Data Science For Begin...What Is Data Science? | Introduction to Data Science | Data Science For Begin...
What Is Data Science? | Introduction to Data Science | Data Science For Begin...Simplilearn
 
What it really takes to become a data driven marketing organization
What it really takes to become a data driven marketing organizationWhat it really takes to become a data driven marketing organization
What it really takes to become a data driven marketing organizationJason Heller
 
Amazon Presentation
Amazon PresentationAmazon Presentation
Amazon PresentationSarathym
 
Voice assistants for the insurance industry
Voice assistants for the insurance industry Voice assistants for the insurance industry
Voice assistants for the insurance industry Johan Louwers
 
Exploratory data analysis
Exploratory data analysisExploratory data analysis
Exploratory data analysisGramener
 
E commerce Pitch deck
E commerce Pitch deckE commerce Pitch deck
E commerce Pitch deckViewmark
 
Programmatic advertising an overview and action plan
Programmatic advertising   an overview and action planProgrammatic advertising   an overview and action plan
Programmatic advertising an overview and action planIan Farmer
 
The Most Pressing Amazon Operations Challenges — and How to Address Them
The Most Pressing Amazon Operations Challenges — and How to Address ThemThe Most Pressing Amazon Operations Challenges — and How to Address Them
The Most Pressing Amazon Operations Challenges — and How to Address ThemTinuiti
 
Programmatic Advertising 101
Programmatic Advertising 101Programmatic Advertising 101
Programmatic Advertising 101Rubicon Project
 
Pitch Deck Teardown: Ageras's $36M Private Equity deck
Pitch Deck Teardown: Ageras's $36M Private Equity deckPitch Deck Teardown: Ageras's $36M Private Equity deck
Pitch Deck Teardown: Ageras's $36M Private Equity deckHajeJanKamps
 
Customer Value Management basics
Customer Value Management basicsCustomer Value Management basics
Customer Value Management basicsEric Smith
 

What's hot (20)

Pitch Deck Teardown: MiO Marketplace's $550K Angel deck
Pitch Deck Teardown: MiO Marketplace's $550K Angel deckPitch Deck Teardown: MiO Marketplace's $550K Angel deck
Pitch Deck Teardown: MiO Marketplace's $550K Angel deck
 
Data Visualization Techniques in Power BI
Data Visualization Techniques in Power BIData Visualization Techniques in Power BI
Data Visualization Techniques in Power BI
 
The CMO's Guide to Performance Marketing
The CMO's Guide to Performance MarketingThe CMO's Guide to Performance Marketing
The CMO's Guide to Performance Marketing
 
Digital marketing-ppt
Digital marketing-ppt Digital marketing-ppt
Digital marketing-ppt
 
Benefits of digital marketing: Digital Marketing Experts
Benefits of digital marketing: Digital Marketing ExpertsBenefits of digital marketing: Digital Marketing Experts
Benefits of digital marketing: Digital Marketing Experts
 
Data mining
Data miningData mining
Data mining
 
WTF is programmatic advertising?
WTF is programmatic advertising?WTF is programmatic advertising?
WTF is programmatic advertising?
 
What Is Data Science? | Introduction to Data Science | Data Science For Begin...
What Is Data Science? | Introduction to Data Science | Data Science For Begin...What Is Data Science? | Introduction to Data Science | Data Science For Begin...
What Is Data Science? | Introduction to Data Science | Data Science For Begin...
 
What it really takes to become a data driven marketing organization
What it really takes to become a data driven marketing organizationWhat it really takes to become a data driven marketing organization
What it really takes to become a data driven marketing organization
 
Amazon Presentation
Amazon PresentationAmazon Presentation
Amazon Presentation
 
Voice assistants for the insurance industry
Voice assistants for the insurance industry Voice assistants for the insurance industry
Voice assistants for the insurance industry
 
Exploratory data analysis
Exploratory data analysisExploratory data analysis
Exploratory data analysis
 
E commerce Pitch deck
E commerce Pitch deckE commerce Pitch deck
E commerce Pitch deck
 
Programmatic advertising an overview and action plan
Programmatic advertising   an overview and action planProgrammatic advertising   an overview and action plan
Programmatic advertising an overview and action plan
 
The Most Pressing Amazon Operations Challenges — and How to Address Them
The Most Pressing Amazon Operations Challenges — and How to Address ThemThe Most Pressing Amazon Operations Challenges — and How to Address Them
The Most Pressing Amazon Operations Challenges — and How to Address Them
 
Programmatic Advertising 101
Programmatic Advertising 101Programmatic Advertising 101
Programmatic Advertising 101
 
Front Series B Deck
Front Series B DeckFront Series B Deck
Front Series B Deck
 
Data Visualization.pptx
Data Visualization.pptxData Visualization.pptx
Data Visualization.pptx
 
Pitch Deck Teardown: Ageras's $36M Private Equity deck
Pitch Deck Teardown: Ageras's $36M Private Equity deckPitch Deck Teardown: Ageras's $36M Private Equity deck
Pitch Deck Teardown: Ageras's $36M Private Equity deck
 
Customer Value Management basics
Customer Value Management basicsCustomer Value Management basics
Customer Value Management basics
 

Similar to Magnite - taking action on identity in europe - april 2021

Kissnshare Pitch Deck 2016
Kissnshare Pitch Deck 2016Kissnshare Pitch Deck 2016
Kissnshare Pitch Deck 2016Kissnshare
 
"Moving Beyond Acquisition – Measuring Mobile Experience" – Eric Myers – Obse...
"Moving Beyond Acquisition – Measuring Mobile Experience" – Eric Myers – Obse..."Moving Beyond Acquisition – Measuring Mobile Experience" – Eric Myers – Obse...
"Moving Beyond Acquisition – Measuring Mobile Experience" – Eric Myers – Obse...Eric Myers
 
21-Vendor Channel Programs: Executive Summary
21-Vendor Channel Programs:  Executive Summary21-Vendor Channel Programs:  Executive Summary
21-Vendor Channel Programs: Executive SummarybRaingear
 
Beyond the Google and Facebook Duopoly
Beyond the Google and Facebook DuopolyBeyond the Google and Facebook Duopoly
Beyond the Google and Facebook DuopolyPrashant Dixit
 
Anti Hype: Measuring What Counts for Your Business in Social Media
Anti Hype: Measuring What Counts for Your Business in Social MediaAnti Hype: Measuring What Counts for Your Business in Social Media
Anti Hype: Measuring What Counts for Your Business in Social MediaDave Wieneke
 
The Importance of a Data-Driven Dynamic Creative Strategy
The Importance of a Data-Driven Dynamic Creative StrategyThe Importance of a Data-Driven Dynamic Creative Strategy
The Importance of a Data-Driven Dynamic Creative StrategyIn Marketing We Trust
 
31Ten - Wechat Mini Program Analytics
31Ten - Wechat Mini Program Analytics31Ten - Wechat Mini Program Analytics
31Ten - Wechat Mini Program AnalyticsClément LEDORMEUR
 
[AI Webinar Series P1] - How Advanced Text Analytics Can Increase the Operati...
[AI Webinar Series P1] - How Advanced Text Analytics Can Increase the Operati...[AI Webinar Series P1] - How Advanced Text Analytics Can Increase the Operati...
[AI Webinar Series P1] - How Advanced Text Analytics Can Increase the Operati...JK Tech
 
Drive Business Results with MediaMath Retail
Drive Business Results with MediaMath RetailDrive Business Results with MediaMath Retail
Drive Business Results with MediaMath RetailMediaMath
 
7 Traits of Highly Effective Digital Commerce Organizations
7 Traits of Highly Effective Digital Commerce Organizations7 Traits of Highly Effective Digital Commerce Organizations
7 Traits of Highly Effective Digital Commerce OrganizationsSameer Khan
 
The Future of Communities - Webinar
The Future of Communities - WebinarThe Future of Communities - Webinar
The Future of Communities - WebinarJodie Roberts
 
GTT - Intro
GTT - IntroGTT - Intro
GTT - IntroMaleek S
 
Big Data: Banking Industry Use Case
Big Data: Banking Industry Use Case Big Data: Banking Industry Use Case
Big Data: Banking Industry Use Case Ramandeep Kaur Bagri
 
eMarketer Webinar: Data Management Platforms—Using Big Data to Power Marketin...
eMarketer Webinar: Data Management Platforms—Using Big Data to Power Marketin...eMarketer Webinar: Data Management Platforms—Using Big Data to Power Marketin...
eMarketer Webinar: Data Management Platforms—Using Big Data to Power Marketin...eMarketer
 
Disrupting loyalty solutions
Disrupting loyalty solutionsDisrupting loyalty solutions
Disrupting loyalty solutionsNeeraj Sanghvi
 
In the Lab with DeeBee: Orchestration 101.pdf
In the Lab with DeeBee: Orchestration 101.pdfIn the Lab with DeeBee: Orchestration 101.pdf
In the Lab with DeeBee: Orchestration 101.pdfDemandbase
 
The Truth Behind Social Advertising with Simply Measured
The Truth Behind Social Advertising with Simply Measured The Truth Behind Social Advertising with Simply Measured
The Truth Behind Social Advertising with Simply Measured Katana Media
 

Similar to Magnite - taking action on identity in europe - april 2021 (20)

Kissnshare Pitch Deck 2016
Kissnshare Pitch Deck 2016Kissnshare Pitch Deck 2016
Kissnshare Pitch Deck 2016
 
"Moving Beyond Acquisition – Measuring Mobile Experience" – Eric Myers – Obse...
"Moving Beyond Acquisition – Measuring Mobile Experience" – Eric Myers – Obse..."Moving Beyond Acquisition – Measuring Mobile Experience" – Eric Myers – Obse...
"Moving Beyond Acquisition – Measuring Mobile Experience" – Eric Myers – Obse...
 
21-Vendor Channel Programs: Executive Summary
21-Vendor Channel Programs:  Executive Summary21-Vendor Channel Programs:  Executive Summary
21-Vendor Channel Programs: Executive Summary
 
Beyond the Google and Facebook Duopoly
Beyond the Google and Facebook DuopolyBeyond the Google and Facebook Duopoly
Beyond the Google and Facebook Duopoly
 
Anti Hype: Measuring What Counts for Your Business in Social Media
Anti Hype: Measuring What Counts for Your Business in Social MediaAnti Hype: Measuring What Counts for Your Business in Social Media
Anti Hype: Measuring What Counts for Your Business in Social Media
 
Trend Snap Startup
Trend Snap StartupTrend Snap Startup
Trend Snap Startup
 
Google Analytics 4 : The Next Generation of Digital Analytics - Benjamin Kepn...
Google Analytics 4 : The Next Generation of Digital Analytics - Benjamin Kepn...Google Analytics 4 : The Next Generation of Digital Analytics - Benjamin Kepn...
Google Analytics 4 : The Next Generation of Digital Analytics - Benjamin Kepn...
 
The Importance of a Data-Driven Dynamic Creative Strategy
The Importance of a Data-Driven Dynamic Creative StrategyThe Importance of a Data-Driven Dynamic Creative Strategy
The Importance of a Data-Driven Dynamic Creative Strategy
 
31Ten - Wechat Mini Program Analytics
31Ten - Wechat Mini Program Analytics31Ten - Wechat Mini Program Analytics
31Ten - Wechat Mini Program Analytics
 
[AI Webinar Series P1] - How Advanced Text Analytics Can Increase the Operati...
[AI Webinar Series P1] - How Advanced Text Analytics Can Increase the Operati...[AI Webinar Series P1] - How Advanced Text Analytics Can Increase the Operati...
[AI Webinar Series P1] - How Advanced Text Analytics Can Increase the Operati...
 
Drive Business Results with MediaMath Retail
Drive Business Results with MediaMath RetailDrive Business Results with MediaMath Retail
Drive Business Results with MediaMath Retail
 
7 Traits of Highly Effective Digital Commerce Organizations
7 Traits of Highly Effective Digital Commerce Organizations7 Traits of Highly Effective Digital Commerce Organizations
7 Traits of Highly Effective Digital Commerce Organizations
 
The Future of Communities - Webinar
The Future of Communities - WebinarThe Future of Communities - Webinar
The Future of Communities - Webinar
 
GTT - Intro
GTT - IntroGTT - Intro
GTT - Intro
 
Big Data: Banking Industry Use Case
Big Data: Banking Industry Use Case Big Data: Banking Industry Use Case
Big Data: Banking Industry Use Case
 
eMarketer Webinar: Data Management Platforms—Using Big Data to Power Marketin...
eMarketer Webinar: Data Management Platforms—Using Big Data to Power Marketin...eMarketer Webinar: Data Management Platforms—Using Big Data to Power Marketin...
eMarketer Webinar: Data Management Platforms—Using Big Data to Power Marketin...
 
Digital Measurement
Digital MeasurementDigital Measurement
Digital Measurement
 
Disrupting loyalty solutions
Disrupting loyalty solutionsDisrupting loyalty solutions
Disrupting loyalty solutions
 
In the Lab with DeeBee: Orchestration 101.pdf
In the Lab with DeeBee: Orchestration 101.pdfIn the Lab with DeeBee: Orchestration 101.pdf
In the Lab with DeeBee: Orchestration 101.pdf
 
The Truth Behind Social Advertising with Simply Measured
The Truth Behind Social Advertising with Simply Measured The Truth Behind Social Advertising with Simply Measured
The Truth Behind Social Advertising with Simply Measured
 

More from Romain Fonnier

ID5 - the state of digital identity - 2021
ID5 - the state of digital identity - 2021ID5 - the state of digital identity - 2021
ID5 - the state of digital identity - 2021Romain Fonnier
 
Audio programmatique panorama des acteurs technologiques sell side - iab fr...
Audio programmatique   panorama des acteurs technologiques sell side - iab fr...Audio programmatique   panorama des acteurs technologiques sell side - iab fr...
Audio programmatique panorama des acteurs technologiques sell side - iab fr...Romain Fonnier
 
Le barometre du programmatique - IAB France - 2021
Le barometre du programmatique -  IAB France - 2021Le barometre du programmatique -  IAB France - 2021
Le barometre du programmatique - IAB France - 2021Romain Fonnier
 
La publicite TV segmentée - IAB France - Octobre 2020
La publicite TV segmentée - IAB France - Octobre 2020La publicite TV segmentée - IAB France - Octobre 2020
La publicite TV segmentée - IAB France - Octobre 2020Romain Fonnier
 
Guide cookieless - Quel futur pour le cookie ? - IAB france - 2020
Guide cookieless - Quel futur pour le cookie ? - IAB france - 2020Guide cookieless - Quel futur pour le cookie ? - IAB france - 2020
Guide cookieless - Quel futur pour le cookie ? - IAB france - 2020Romain Fonnier
 
Smart identity indicator - Q1 2021
Smart identity indicator  - Q1 2021Smart identity indicator  - Q1 2021
Smart identity indicator - Q1 2021Romain Fonnier
 
Strategies and Opportunities for a Cookie-less World - Pubmatic - April 2021
Strategies and Opportunities for a Cookie-less World - Pubmatic - April 2021Strategies and Opportunities for a Cookie-less World - Pubmatic - April 2021
Strategies and Opportunities for a Cookie-less World - Pubmatic - April 2021Romain Fonnier
 
Le guide de la brand safety et brand suitability - SRI - 2021
Le guide de la brand safety et brand suitability - SRI - 2021Le guide de la brand safety et brand suitability - SRI - 2021
Le guide de la brand safety et brand suitability - SRI - 2021Romain Fonnier
 
2019 programmatic advertising ecosystem europe
2019 programmatic advertising ecosystem europe2019 programmatic advertising ecosystem europe
2019 programmatic advertising ecosystem europeRomain Fonnier
 
CPA - Fiches Tracking - 2019
CPA - Fiches Tracking - 2019CPA - Fiches Tracking - 2019
CPA - Fiches Tracking - 2019Romain Fonnier
 
CPA - Black Friday - 2020
CPA - Black Friday - 2020CPA - Black Friday - 2020
CPA - Black Friday - 2020Romain Fonnier
 
CPA - Barometre Lead - 2020
CPA - Barometre Lead - 2020CPA - Barometre Lead - 2020
CPA - Barometre Lead - 2020Romain Fonnier
 
Résultats – SONDAGES IAB / CPA – « Les conséquences économiques de la crise c...
Résultats – SONDAGES IAB / CPA – « Les conséquences économiques de la crise c...Résultats – SONDAGES IAB / CPA – « Les conséquences économiques de la crise c...
Résultats – SONDAGES IAB / CPA – « Les conséquences économiques de la crise c...Romain Fonnier
 
Tracking : 7 points à vérifier pour comprendre les écarts statistiques
Tracking : 7 points à vérifier pour comprendre les écarts statistiquesTracking : 7 points à vérifier pour comprendre les écarts statistiques
Tracking : 7 points à vérifier pour comprendre les écarts statistiquesRomain Fonnier
 
Baromètre de l'affiliation - Edition 2020 - CPA France
Baromètre de l'affiliation - Edition 2020 - CPA FranceBaromètre de l'affiliation - Edition 2020 - CPA France
Baromètre de l'affiliation - Edition 2020 - CPA FranceRomain Fonnier
 
IAB Europe european-programmatic-ad-spend-2018-report-sept-2019
IAB Europe european-programmatic-ad-spend-2018-report-sept-2019IAB Europe european-programmatic-ad-spend-2018-report-sept-2019
IAB Europe european-programmatic-ad-spend-2018-report-sept-2019Romain Fonnier
 
IAB Europe Attitudes-to-programmatic-advertising-report Sept-2019
IAB Europe Attitudes-to-programmatic-advertising-report Sept-2019IAB Europe Attitudes-to-programmatic-advertising-report Sept-2019
IAB Europe Attitudes-to-programmatic-advertising-report Sept-2019Romain Fonnier
 
21eme observatoire de l'e pub - sri - 2019
21eme observatoire de l'e pub - sri - 201921eme observatoire de l'e pub - sri - 2019
21eme observatoire de l'e pub - sri - 2019Romain Fonnier
 
Guide data - IAB france - 2019
Guide data - IAB france - 2019Guide data - IAB france - 2019
Guide data - IAB france - 2019Romain Fonnier
 
Etat des lieux de l'adoption des cmp iab france - decembre 2018
Etat des lieux de l'adoption des cmp   iab france - decembre 2018Etat des lieux de l'adoption des cmp   iab france - decembre 2018
Etat des lieux de l'adoption des cmp iab france - decembre 2018Romain Fonnier
 

More from Romain Fonnier (20)

ID5 - the state of digital identity - 2021
ID5 - the state of digital identity - 2021ID5 - the state of digital identity - 2021
ID5 - the state of digital identity - 2021
 
Audio programmatique panorama des acteurs technologiques sell side - iab fr...
Audio programmatique   panorama des acteurs technologiques sell side - iab fr...Audio programmatique   panorama des acteurs technologiques sell side - iab fr...
Audio programmatique panorama des acteurs technologiques sell side - iab fr...
 
Le barometre du programmatique - IAB France - 2021
Le barometre du programmatique -  IAB France - 2021Le barometre du programmatique -  IAB France - 2021
Le barometre du programmatique - IAB France - 2021
 
La publicite TV segmentée - IAB France - Octobre 2020
La publicite TV segmentée - IAB France - Octobre 2020La publicite TV segmentée - IAB France - Octobre 2020
La publicite TV segmentée - IAB France - Octobre 2020
 
Guide cookieless - Quel futur pour le cookie ? - IAB france - 2020
Guide cookieless - Quel futur pour le cookie ? - IAB france - 2020Guide cookieless - Quel futur pour le cookie ? - IAB france - 2020
Guide cookieless - Quel futur pour le cookie ? - IAB france - 2020
 
Smart identity indicator - Q1 2021
Smart identity indicator  - Q1 2021Smart identity indicator  - Q1 2021
Smart identity indicator - Q1 2021
 
Strategies and Opportunities for a Cookie-less World - Pubmatic - April 2021
Strategies and Opportunities for a Cookie-less World - Pubmatic - April 2021Strategies and Opportunities for a Cookie-less World - Pubmatic - April 2021
Strategies and Opportunities for a Cookie-less World - Pubmatic - April 2021
 
Le guide de la brand safety et brand suitability - SRI - 2021
Le guide de la brand safety et brand suitability - SRI - 2021Le guide de la brand safety et brand suitability - SRI - 2021
Le guide de la brand safety et brand suitability - SRI - 2021
 
2019 programmatic advertising ecosystem europe
2019 programmatic advertising ecosystem europe2019 programmatic advertising ecosystem europe
2019 programmatic advertising ecosystem europe
 
CPA - Fiches Tracking - 2019
CPA - Fiches Tracking - 2019CPA - Fiches Tracking - 2019
CPA - Fiches Tracking - 2019
 
CPA - Black Friday - 2020
CPA - Black Friday - 2020CPA - Black Friday - 2020
CPA - Black Friday - 2020
 
CPA - Barometre Lead - 2020
CPA - Barometre Lead - 2020CPA - Barometre Lead - 2020
CPA - Barometre Lead - 2020
 
Résultats – SONDAGES IAB / CPA – « Les conséquences économiques de la crise c...
Résultats – SONDAGES IAB / CPA – « Les conséquences économiques de la crise c...Résultats – SONDAGES IAB / CPA – « Les conséquences économiques de la crise c...
Résultats – SONDAGES IAB / CPA – « Les conséquences économiques de la crise c...
 
Tracking : 7 points à vérifier pour comprendre les écarts statistiques
Tracking : 7 points à vérifier pour comprendre les écarts statistiquesTracking : 7 points à vérifier pour comprendre les écarts statistiques
Tracking : 7 points à vérifier pour comprendre les écarts statistiques
 
Baromètre de l'affiliation - Edition 2020 - CPA France
Baromètre de l'affiliation - Edition 2020 - CPA FranceBaromètre de l'affiliation - Edition 2020 - CPA France
Baromètre de l'affiliation - Edition 2020 - CPA France
 
IAB Europe european-programmatic-ad-spend-2018-report-sept-2019
IAB Europe european-programmatic-ad-spend-2018-report-sept-2019IAB Europe european-programmatic-ad-spend-2018-report-sept-2019
IAB Europe european-programmatic-ad-spend-2018-report-sept-2019
 
IAB Europe Attitudes-to-programmatic-advertising-report Sept-2019
IAB Europe Attitudes-to-programmatic-advertising-report Sept-2019IAB Europe Attitudes-to-programmatic-advertising-report Sept-2019
IAB Europe Attitudes-to-programmatic-advertising-report Sept-2019
 
21eme observatoire de l'e pub - sri - 2019
21eme observatoire de l'e pub - sri - 201921eme observatoire de l'e pub - sri - 2019
21eme observatoire de l'e pub - sri - 2019
 
Guide data - IAB france - 2019
Guide data - IAB france - 2019Guide data - IAB france - 2019
Guide data - IAB france - 2019
 
Etat des lieux de l'adoption des cmp iab france - decembre 2018
Etat des lieux de l'adoption des cmp   iab france - decembre 2018Etat des lieux de l'adoption des cmp   iab france - decembre 2018
Etat des lieux de l'adoption des cmp iab france - decembre 2018
 

Recently uploaded

Niche Analysis for Client Outreach Outside Marketplace.pptx
Niche Analysis for Client Outreach Outside Marketplace.pptxNiche Analysis for Client Outreach Outside Marketplace.pptx
Niche Analysis for Client Outreach Outside Marketplace.pptxAhnaf Tahmid Haque
 
Influencer Marekting Trends- Where the creator economy is going in in 2024
Influencer Marekting Trends- Where the creator economy is going in in 2024Influencer Marekting Trends- Where the creator economy is going in in 2024
Influencer Marekting Trends- Where the creator economy is going in in 2024Inflyx
 
Killer Packaging__Published in PrintAction
Killer Packaging__Published in PrintActionKiller Packaging__Published in PrintAction
Killer Packaging__Published in PrintActionVictoria Gaitskell
 
Abortion Clinic in Alberton +27791653574 WhatsApp Abortion Clinic Services in...
Abortion Clinic in Alberton +27791653574 WhatsApp Abortion Clinic Services in...Abortion Clinic in Alberton +27791653574 WhatsApp Abortion Clinic Services in...
Abortion Clinic in Alberton +27791653574 WhatsApp Abortion Clinic Services in...mikehavy0
 
Passive Income System 2.0 Digital: Effortless Earnings
Passive Income System 2.0 Digital: Effortless EarningsPassive Income System 2.0 Digital: Effortless Earnings
Passive Income System 2.0 Digital: Effortless Earningsabdullahspz0428
 
Intelligent Cryptocurrency VIP Digital - Membership Area
Intelligent Cryptocurrency VIP Digital - Membership AreaIntelligent Cryptocurrency VIP Digital - Membership Area
Intelligent Cryptocurrency VIP Digital - Membership Areaabdullahspz0428
 
Engaging Sensory Activities for 5-10 Year Olds
Engaging Sensory Activities for 5-10 Year OldsEngaging Sensory Activities for 5-10 Year Olds
Engaging Sensory Activities for 5-10 Year OldsKate Brownell
 
Rhys Cater, Precis, The future of media buying with Generative AI.pdf
Rhys Cater, Precis, The future of media buying with Generative AI.pdfRhys Cater, Precis, The future of media buying with Generative AI.pdf
Rhys Cater, Precis, The future of media buying with Generative AI.pdfDIGGIT
 
Gain potential customers through Lead Generation
Gain potential customers through Lead GenerationGain potential customers through Lead Generation
Gain potential customers through Lead Generationvidhyalakshmiveerapp
 
Key Social Media Marketing Trends for 2024
Key Social Media Marketing Trends for 2024Key Social Media Marketing Trends for 2024
Key Social Media Marketing Trends for 2024Jomer Gregorio
 
Social Media Marketing Portfolio - Maharsh Benday
Social Media Marketing Portfolio - Maharsh BendaySocial Media Marketing Portfolio - Maharsh Benday
Social Media Marketing Portfolio - Maharsh BendayMaharshBenday
 
Beyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
Beyond Silos: How Holistic B2B Digital Strategy Drives PipelineBeyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
Beyond Silos: How Holistic B2B Digital Strategy Drives PipelineSearch Engine Journal
 
Meta­ unveils­ enhanced­ gen-AI­ tools­ catering­ to­marketers.pdf
Meta­ unveils­ enhanced­ gen-AI­ tools­ catering­ to­marketers.pdfMeta­ unveils­ enhanced­ gen-AI­ tools­ catering­ to­marketers.pdf
Meta­ unveils­ enhanced­ gen-AI­ tools­ catering­ to­marketers.pdfGreat India Shop Fest
 
Best Digital Expert Corporation of India
Best Digital Expert Corporation of IndiaBest Digital Expert Corporation of India
Best Digital Expert Corporation of IndiaPriyaDigitalExpert
 
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdfThe Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdfDIGGIT
 
Social Media Marketing Portfolio - Maharsh Benday
Social Media Marketing Portfolio - Maharsh BendaySocial Media Marketing Portfolio - Maharsh Benday
Social Media Marketing Portfolio - Maharsh BendayMaharshBenday
 
Digital marketing guide complete guide for beginners
Digital marketing guide complete guide for beginnersDigital marketing guide complete guide for beginners
Digital marketing guide complete guide for beginnerstejaswinisahyadreeso
 
Marketing Automation Insights - Unlocking Success
Marketing Automation Insights - Unlocking SuccessMarketing Automation Insights - Unlocking Success
Marketing Automation Insights - Unlocking SuccessLean Summits
 
The seven principles of persuasion by Dr. Robert Cialdini
The seven principles of persuasion by Dr. Robert CialdiniThe seven principles of persuasion by Dr. Robert Cialdini
The seven principles of persuasion by Dr. Robert CialdiniSurya Prasath
 
Impacts Of Smart Watch & Wearable Technology On Daily Life
Impacts Of Smart Watch & Wearable Technology On Daily LifeImpacts Of Smart Watch & Wearable Technology On Daily Life
Impacts Of Smart Watch & Wearable Technology On Daily LifeFonacc Gadgets
 

Recently uploaded (20)

Niche Analysis for Client Outreach Outside Marketplace.pptx
Niche Analysis for Client Outreach Outside Marketplace.pptxNiche Analysis for Client Outreach Outside Marketplace.pptx
Niche Analysis for Client Outreach Outside Marketplace.pptx
 
Influencer Marekting Trends- Where the creator economy is going in in 2024
Influencer Marekting Trends- Where the creator economy is going in in 2024Influencer Marekting Trends- Where the creator economy is going in in 2024
Influencer Marekting Trends- Where the creator economy is going in in 2024
 
Killer Packaging__Published in PrintAction
Killer Packaging__Published in PrintActionKiller Packaging__Published in PrintAction
Killer Packaging__Published in PrintAction
 
Abortion Clinic in Alberton +27791653574 WhatsApp Abortion Clinic Services in...
Abortion Clinic in Alberton +27791653574 WhatsApp Abortion Clinic Services in...Abortion Clinic in Alberton +27791653574 WhatsApp Abortion Clinic Services in...
Abortion Clinic in Alberton +27791653574 WhatsApp Abortion Clinic Services in...
 
Passive Income System 2.0 Digital: Effortless Earnings
Passive Income System 2.0 Digital: Effortless EarningsPassive Income System 2.0 Digital: Effortless Earnings
Passive Income System 2.0 Digital: Effortless Earnings
 
Intelligent Cryptocurrency VIP Digital - Membership Area
Intelligent Cryptocurrency VIP Digital - Membership AreaIntelligent Cryptocurrency VIP Digital - Membership Area
Intelligent Cryptocurrency VIP Digital - Membership Area
 
Engaging Sensory Activities for 5-10 Year Olds
Engaging Sensory Activities for 5-10 Year OldsEngaging Sensory Activities for 5-10 Year Olds
Engaging Sensory Activities for 5-10 Year Olds
 
Rhys Cater, Precis, The future of media buying with Generative AI.pdf
Rhys Cater, Precis, The future of media buying with Generative AI.pdfRhys Cater, Precis, The future of media buying with Generative AI.pdf
Rhys Cater, Precis, The future of media buying with Generative AI.pdf
 
Gain potential customers through Lead Generation
Gain potential customers through Lead GenerationGain potential customers through Lead Generation
Gain potential customers through Lead Generation
 
Key Social Media Marketing Trends for 2024
Key Social Media Marketing Trends for 2024Key Social Media Marketing Trends for 2024
Key Social Media Marketing Trends for 2024
 
Social Media Marketing Portfolio - Maharsh Benday
Social Media Marketing Portfolio - Maharsh BendaySocial Media Marketing Portfolio - Maharsh Benday
Social Media Marketing Portfolio - Maharsh Benday
 
Beyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
Beyond Silos: How Holistic B2B Digital Strategy Drives PipelineBeyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
Beyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
 
Meta­ unveils­ enhanced­ gen-AI­ tools­ catering­ to­marketers.pdf
Meta­ unveils­ enhanced­ gen-AI­ tools­ catering­ to­marketers.pdfMeta­ unveils­ enhanced­ gen-AI­ tools­ catering­ to­marketers.pdf
Meta­ unveils­ enhanced­ gen-AI­ tools­ catering­ to­marketers.pdf
 
Best Digital Expert Corporation of India
Best Digital Expert Corporation of IndiaBest Digital Expert Corporation of India
Best Digital Expert Corporation of India
 
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdfThe Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
 
Social Media Marketing Portfolio - Maharsh Benday
Social Media Marketing Portfolio - Maharsh BendaySocial Media Marketing Portfolio - Maharsh Benday
Social Media Marketing Portfolio - Maharsh Benday
 
Digital marketing guide complete guide for beginners
Digital marketing guide complete guide for beginnersDigital marketing guide complete guide for beginners
Digital marketing guide complete guide for beginners
 
Marketing Automation Insights - Unlocking Success
Marketing Automation Insights - Unlocking SuccessMarketing Automation Insights - Unlocking Success
Marketing Automation Insights - Unlocking Success
 
The seven principles of persuasion by Dr. Robert Cialdini
The seven principles of persuasion by Dr. Robert CialdiniThe seven principles of persuasion by Dr. Robert Cialdini
The seven principles of persuasion by Dr. Robert Cialdini
 
Impacts Of Smart Watch & Wearable Technology On Daily Life
Impacts Of Smart Watch & Wearable Technology On Daily LifeImpacts Of Smart Watch & Wearable Technology On Daily Life
Impacts Of Smart Watch & Wearable Technology On Daily Life
 

Magnite - taking action on identity in europe - april 2021

  • 1. Confidential | @ Magnite 1 CONFIDENTIAL | © MAGNITE Taking Action on Identity in Europe 21 April 2021
  • 2. Confidential | @ Magnite 2
  • 3. Confidential | @ Magnite 3 → Email-based identity systems are not impacted: Unified ID 2.0, Liveramp’s ATS → They are also just part of a more comprehensive solution → Yes, there is a comprehensive solution. It’s made up of: > Logged in users > Publisher-driven audience segments > Browser-based auctions → Google not testing FLoCs in Europe Clearing a Few Things Up
  • 4. Confidential | @ Magnite 4 Confidential | @ Magnite 4 Today’s goals Quell any fears and confusion Provide our community with clarity on what is changing Demonstrate the actionable path forward
  • 5. Confidential | @ Magnite 5 Confidential | @ Magnite 5 Today’s agenda First Party Segments: Audiences in Action Garrett McGrath, VP Product Management at Magnite Taking Action on Identity Tom Kershaw, CTO at Magnite Audience Q&A with Tom and Garrett Moderated by Rebecca Ackers, Seller Lead UK & Nordics at Magnite Consortium feedback with Axel Springer Robert Blanck, General Manager Advertising & E-Commerce at Axel Springer
  • 6. Confidential | @ Magnite 6 Confidential | @ Magnite First Party Segments: Audiences in Action
  • 7. Confidential | @ Magnite 7 Confidential | @ Magnite 7 Restating the Obvious Third-party cookies and all primary identifiers are officially expected to end in January 2022. The industry needs a new identity regime. We are at a crossroads: try to preserve the existing system, or invent a new one.
  • 8. Confidential | @ Magnite 8 Confidential | @ Magnite Summary: Publishers Take Control → The new identity regime will be based on audience segments created by publisher first-party data and sell-side platforms → The biggest issue with the first party model is scale → Magnite has the scale and reach to provide audience segments
  • 9. Confidential | @ Magnite 9 The New Identity Framework Privacy Sandbox Publisher First-Party Segments Logged-In Users → Users log in and this information is used to create a persistent ID → Coverage: Low (20-25%) → Accuracy: High (same as current this party cookie system) → Publishers use first party identifiers to identify user interests, and federate this interest data amongst many publishers to achieve scale → Coverage: High (60-70% of Internet) → Accuracy: High (below current system because not directly linked to buyer data) → Browser does everything, Including segments and auctions → Coverage: High (60-70% of Internet) → Accuracy: Low (estimate 50-70% drop off compared to current system)
  • 10. Confidential | @ Magnite 10 The Way It Works Now Exchange Segments Segments Segments Segments Offline CRM Data Buyer User Sync Publisher Pages Publisher Pages Publisher Pages 111.11. 111.1 IDFA 111.11. 111.1 IDFA
  • 11. Confidential | @ Magnite 11 The Way It Works Now Exchange Segments Segments Segments Segments Offline CRM Data Buyer User Sync Publisher Pages Publisher Pages Publisher Pages 111.11. 111.1 IDFA 111.11. 111.1 IDFA
  • 12. Confidential | @ Magnite 12 The Way It Works Tomorrow Exchange Segments Segments Segments Buyer Publisher Pages Publisher Pages Publisher Pages pub.com/ 1234 pub.com/ 1234 Deal ID 1234 Segment ID 1234
  • 13. Confidential | @ Magnite 13 Confidential | @ Magnite 13 Publishers Understanding Value in Their Data Publishers spend millions acquiring customers Buyers demand IDs in order to find their audiences Giving IDs to buyers allows buyers to graph that data and use for other purposes Device Graphs map users across multiple publishers, and buyers use that information for all publishers Sellers are increasingly sensitive about this data; they want to keep it, control it, and use it to their own benefit We will help them do this
  • 14. Confidential | @ Magnite 14 Confidential | @ Magnite Taking Action on Identity
  • 15. Confidential | @ Magnite 15 The Three Pillars in Europe Logged-In Users Publisher-Defined Audiences FLOC/ Turtledove
  • 16. Confidential | @ Magnite 16 Confidential | @ Magnite 16 Publisher Defined Segments: Coverage & Accuracy Publishers capture ample user information, and this is not going away with identity changes Publishers place first party cookies to develop and target their content to what users want to see Extending this data to understand interests and intent will enable interest-based advertising in the future Publishers own the user relationship; not browsers or mobile operating systems
  • 17. Confidential | @ Magnite 17 First Party Segments Already Exist Segment Name Description Average Bid CPM Average Rev CPM Life Events - New Parent Life Events 1.166311756 1.118528787 Holiday Shopping Christmas, Thanksgiving, Kwanzaa, Hanukkah & Shopping or Purchase Intent 1.024136646 0.9799326723 Affluent Professionals – Multiple Affluent Professionals 1.198276886 1.149960288 Frequent Business Travelers Frequent Business Travelers-Extended 1.071211881 1.02509378 International Traveler International Traveler-Extended 1.07418734 1.028039037 Hospitality Hospitality-Extended 1.147013937 1.099270922 ARM Pets Dog Owners Pets Dog Owners-Extended 1.122701183 1.076504638 Legal Professionals Legal Professionals-Extended 1.1012074 1.054492716 Healthcare Professionals Healthcare Professionals RG Programmatic All Profile 1.13440105 1.085926183
  • 18. Confidential | @ Magnite 18 Develop a coordinated, standardized system for publishers to create audience segments, federate those segments with other publishers, and measure the results NEED CONTEXT Publisher-defined audiences have existed for a long time, but: → Uncoordinated → Non-standardized → Transacted as Deals or Key Values Result: Buyers can’t find scale SOLUTION We created a cross-functional group of industry thought-leaders to build a scalable First Party Segments System Making First Party Segments a Reality
  • 19. Confidential | @ Magnite 19 The Steering Committee: January 2021
  • 20. Confidential | @ Magnite 20 Confidential | @ Magnite 20 6 Principles of the Project Everything is to be built on open source standards: everything will be done in the public domain and shared openly Membership is open, but we will limit the committee size to ensure maximum velocity All systems must be vendor agnostic: nothing can require a specific technology or platform Buyers and sellers need to be equally represented No formal structure or governance Bring What You Can: there is no such thing as bad participation
  • 21. Confidential | @ Magnite 21 What’s To Come Live now → Approx. 10 publishers are sending live segments to about 5 DSPs through 2 SSPs → Buyer budgets start flowing → Expanding to full publisher set and all SSPs May → Results reporting → White paper released Phase Two: 1 June → Production at scale: ongoing, but by Sept 2021
  • 22. Confidential | @ Magnite 22 Three Working Groups Were Created Taxonomy: Define the audience segments we would use, pick the phase one targets, and build a methodology for standardizing how the segments are created and signalled Test Design: Build the RTB plumbing to capture audience segments and transmit them to SSPs, DSPs and end buyers so they can transact on them. Also build an A/B test framework to compare the results to the existing systems Attribution: Build a feedback loop to allow buyers to measure the results of each impression and direct spend to the most performant segments and publishers
  • 23. Confidential | @ Magnite 23 Taxonomy: Phase One Decisions Decision: Publishers can assemble segments however they see fit; based on the results we will establish guidelines/best practices and a signalling system for phase two Standardized on IAB segments but allow for extensions if necessary Selected 20 phase one segments (automotive, travel, home economics, etc) Started with a set of guidelines on how publishers assembled segments → Three visits in the last 30 days, etc → The guidelines were dropped from phase one because difference segments have different requirements
  • 24. Confidential | @ Magnite 24 Publishers → Can send segment information to SSPs in either of two ways: → Key value pairs denoting the IAB segment integers → SharedID/FPCs that can be used by SSP to create the segment labels → Most publishers are using KV to start as SharedID is still being deployed SSPs → Can signal the segments to the buyers in two ways: > DealIDs > RTB Segments (as RTB data objects) → Most participants are using DealIDs to start because every DSP can read them Test Design Phase One Decisions All transactions will be without identifiers: cookies removed entirely and bid requests duplicated No IDs are sent to the buyer
  • 25. Confidential | @ Magnite 25 The Role of Federation Age Groups, Luxury obsessed groups, Sports Section Readers Income Groups, Stock Investors, People from Large Cities Gender/Age Groups, People Who Go to Ibiza Ways to Federate: Bilaterally — Via DMP — Via SSP — Via “Gatekeeper” — or not at all! Deal IDs Segment ID Auto-Intenders Sports Enthusiasts Record Buyers
  • 26. Confidential | @ Magnite 26 Publisher Federation Problem: Individual Publishers Can’t Reach the Required Scale on Most Audience Segments Solution: Federation with Other Publishers 1 Publisher Assigns a SharedID (or first- party cookie) and attaches as many RTB segments to that user as it can SharedID is sent to the SSP along with segment data SSP logs the user id and segments and uses them to create meta-segments amongst the participating publishers No cross site targeting; we model the available segments and optimize the groupings 2 3 4 SSP Publisher Segments Segments Segments Segments Meta-segment Publisher Meta-segment Meta-segment Publisher Meta-segment Meta-segment Publisher Meta-segment
  • 27. Confidential | @ Magnite 27 Federation: Magnite’s View Offline Interest Data SharedID Age Demo Household Income Cars 123456 47 M Y 3 0 14567 34 M N 6 1 32456 23 F Y 9 2 Magnite Log Files IP Address SharedID Time Stamp 111.11.111 123456 12:01 112.12.1212 14567 12:01 143.67.897 32456 12:01 Magnite CTV / Magnite DV+ DSP DSP DSP Bid Request: Auto Intender Bid Request: Grandmother Bid Request: Purple Shoes
  • 28. Confidential | @ Magnite 28 Attribution: Phase One Decisions → Cookies will be eliminated and fingerprinting not allowed → Render pixels will still be used in order to allow accurate A/B measurement to compare with normal cookied requests → Long term system will be supported in Phase 1 but not required: > Buyer sends campaign id and tx id for every request > Publisher sends SharedID to SSP > SSP does not transmit SharedID to DSP—it is redacted > SSP creates exposure reports with ids/campaign ids and transaction logs to build an aggregated performance report > Performance data shared with buyers via API in near real time
  • 29. Confidential | @ Magnite 29 Daily Push Reports on Performance
  • 30. Confidential | @ Magnite 30 Buyers Can Curate and Control the New Segments Publisher first- party data pushed to Magnite Working to standardize segment transmission directly to each buyer Adding new functionality to automatically generate deal classifications from publisher data Dozens of segments can be created Publishers create segments and load that data into any Deal ID
  • 31. Confidential | @ Magnite 31 Phase Two: Key Elements Expand eligible segments to 500+ Add Reach curve and Demographic segments (optional) Require first party id sent to SSP but not transmitted to buyers Build full reporting API with enhanced performance signals Support Frequency capping Require RTB segments so the system can transact in open market (not just deals) Provide signaling on segment composition Other suggestions still rolling in...
  • 32. Confidential | @ Magnite 32 Materials Are Publicly Available
  • 33. Confidential | @ Magnite 33 How You Take Action THE PROBLEM Third party cookies and MAIDs are going away but we have a scaled and proven solution in publisher defined segments. THE SOLUTION A multi-disciplinary working group is defining standards for this and rolling it out at scale. This is effort is OPEN to everyone. This effort is CRITICAL to the success of the open web. WHAT YOU CAN DO NOW Join the European working group to accelerate adoption in Europe and to build to European requirements. Contact your Magnite Account Manager to learn how. We are here to help you.
  • 34. Confidential | @ Magnite 34 Confidential | @ Magnite 34 Audience Q&A
  • 35. Confidential | @ Magnite 35 Confidential | @ Magnite 35 Robert Blanck General Manager Advertising & E-Commerce Axel Springer Consortium Feedback with Axel Springer Tom Kershaw CTO Magnite
  • 36. Confidential | @ Magnite 36 Confidential | @ Magnite 36 Thank you! identity-emea@magnite.com